Seems to me as if it's becoming or will become common practice. We are already seeing several large retailers utilizing geo/iBeacon features within their mobile apps.
Consumers demand fast and easy obtainable content and mobile apps with geo take advantage of the ability to understand the customers location in order to create a relevant (hopefully) interaction.
Target launches iBeacons in Stores and App
American Airlines undertakes industry’s biggest deployment of iBeacons at DFW Airport
San Francisco Giants (and most of MLB) adopt Apple's iBeacon for an enhanced ballpark experience
One of my favorite apps is CardStar. It houses all my loyalty cards and when I'm at a particular store that I have a loyalty card for, not only does it remind me but it's at the top of list as soon as I open the app for easy access.
You could use geofencing to know when a customer is standing in front of a particular vehicle on your lot or showroom while instantly delivering them the specs, data, pricing, incentives, for that exact vehicle... making for a much easier experience.
I work with a few dealers using AutoMotion's app to provide information to consumers while they are on their lot, inside of their showroom, service department or even on the lot of a competitor. It gets fun!
Apps now being indexed within the SERPS.